Creative collective for award-winning communication concepts.

(Selected projects)

  1. Ullstein
  2. Hyundai
  3. Hellström Gin
  4. Vodafone
  5. Sierra Tequila
  7. Back Market
  8. Audi
  9. Telekom
  10. Mercedes-Benz
  11. IKEA

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© smuts AB


Back Market is a sustainable concept that’s well worth supporting. Refurbished devices that are as good as new? Sign us up. Huge in France but not so huge in Germany. Time to change that – with a quick and catchy campaign that visualises expressions of joy and explains why refurbished tech is the better choice.

Back Market is France’s latest unicorn – the mother of all marketplaces for refurbished tech and a company with a mission that’s well worth supporting. They’re huge in France already, but not quite known in Germany yet. Time to change that. With a fun campaign that focuses on the absurd joy you feel when you buy refurbished tech. And leaves enough room to explain to the dumb Germans what Back Market really is.

Some other films from the campaign

A project we like a lot

This project is particularly dear to our hearts because it was developed in a new process as part of a small and dynamic embedded creative unit in direct collaboration with the client – an absolute pleasure, an insane creative sprint. And a result to be happy with!

Don’t just take our word for it though. Horizont, one of Germany’s leading papers for the marketing industry, described the campaign pretty well:

In the case of Back Market, not only has a humorous campaign been created, but above all a catchy claim: “Freu dich bescheuert! Über erneuert!” has real cult potential and gets to the heart of the online retailer’s USP.

Couldn’t have said it better ourselves.